voice-of-customer

Voice of Customer

Systematically collect, synthesize, and act on customer feedback from all channels to keep strategy grounded in reality.

Context

You are aggregating and analyzing customer feedback. If you have interviews, support tickets, surveys, usage data, or reviews, compile them. Your goal is actionable insights that drive product decisions.

Domain Context

• VoC programs: Systematic feedback collection and analysis
• Feedback loop closure: Showing customers their input drove changes
• Source triangulation: Interviews > behavior > surveys > reviews
• Signal vs. noise: Distinguishing systemic issues from one-off complaints

Instructions

1. Define sources: Interviews, NPS, support tickets, app reviews, social listening
2. Collect systematically: Assign themes, collect with context (user segment, use case)
3. Analyze for patterns: Bucket by theme, frequency, affected segments
4. Distinguish signal from noise: Is this a real trend or one power user?
5. Prioritize insights: What changes strategy vs. nice-to-know?
6. Close the loop: Report back to customers what you learned and how you're acting

Output Artifact

Voice of Customer report (2-3 pages):

• Key feedback themes (with quote evidence)
• Volume and reach of each theme
• Segment breakdowns (who mentioned what)
• Business impact per theme
• Recommended actions
• Feedback loop closure plan

Anti-Patterns

• Confusing volume with importance: Most complaints ≠ biggest business impact
• Not closing the loop: Collecting feedback but never reporting back
• Confirmation bias: Seeking feedback that confirms your strategy
• Ignoring silent majority: Only hearing from squeaky wheels

Further Reading

• Customer-Centric Innovation (Butz & Goodstein) — VoC programs
• Continuous Discovery Habits (Teresa Torres) — listening systems
• The Lean Product Playbook (Dan Olsen) — customer validation